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Kory Klem
Digital Strategist
@koryklem / #movember

CHANGING THE
FACE OF MEN’S
HEALTH

2003
30 Mo Bros
No money raised

2004
450 Mo Bros & Mo Sistas
$54,000 AUD raised (PCFA)

2005
9315 Registered
$1.2M AUD raised

2011
855K Mo Bros & Mo Sistas
$120M raised

KEY SUCCESS
FACTORS
• Vocal, dedicated and influential group
• Meaningful and relevant message
• Good mix of in-person and online
• Brotherhood
• Mo Sistas
• Extroverts

THE EXTROVERTS
Average # of Facebook Average # of Facebook
Friends (Globally) Friends Mo Bros/Sistas
Average # of Followers Average # of Followers on
on Twitter (Globally) Twitter Mo Bros/Sistas

2413
Conversations

2413
Conversations
x
855K
Participants

1.9 BILLION
Conversations about Movember
and Men’s Health

AWARENESS > FUNDS

YOUR
PARTICIPANTS
ARE YOUR
AMBASSADORS

CAUSE ON OUR UPPER LIP

USE TOOLS AND
PARTNERS TO
AMPLIFY WORD OF
MOUTH

MO SPACE

TEAMS & NETWORKS

GAMEFICATION & SOCIAL

2011 APPS
iOS Android

FUNCTIONALITY
DONATIONS (PERSONAL,
TEAM & GLOBAL) MO Space Mo Fun

FACEBOOK
$15,000,000
$ Raised
•219K Facebook Fans
$11,250,000 •486M Impressions
$7,500,000
•$14M RAISED (13%)
•7.7M VISITORS (29%)
$3,750,000
•7.5% (577K) DONATED
$0
2008 2009 2010 2011 •AVERAGE DONATION: $24

Fan & Registration Gates Recruit-a-Mo
Adopt-a-Mo

•196K Mo Bros on Twitter
•79.9M Impressions

YOUTUBE
•308K VIEWS
•437 MOSCARS ENTRIES

PARTNERS

MAKE IT FUN

SAY THANK YOU

EVERYONE IS SIGNIFICANT

THANK YOU!
QUESTIONS?
@koryklem
#movember

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